Customers Are People ... The Human Touch

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John Wiley & Sons, May 16, 2003 - Business & Economics - 324 pages
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Although 70% of the customer's decision to buy is based on how they are treated as people, few ornganizations have recognized its importance as well as understanding how to implement the "human touch" art as a science. John McKean provides a practical guide to implementing this art as consistent, business-wide, technology-enabled science drawn form proven approaches from world-class human touch practitioners.
 

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Contents

1 Customers as People
1
2 Leading the Human Firm
9
3 Acknowledging Customers
55
4 Treating Customers with Respect
91
5 Building Trust with Customers
121
6 Communicating Humanly with Customers
143
7 Human Touch as a Series of Interactions
179
8 Human Touch as a Process
229
9 Implementing Technology to Humanize Not Dehumanize
275
10 Conclusion Releasing Your Businesss Humanity
299
Index
301
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About the author (2003)

John McKean is the Executive Director of the Center for Information Based Competition, which provides thought-leadership to help businesses advance their understanding of customers, both as consumers and human beings. John is frequently called on by the worlds leading businesses to inspire new levels of customer awareness and effectiveness, through fact-based insights combined with a passion for customer excellence.

John McKeans real-world customer work is balanced with the academic rigors of guest lecturing at MIT Sloan Graduate School and postgraduate work at Harvard University. He holds a BSc in Economics and a Masters degree in Business.

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